Who doesn’t love a good double entendres when it comes to humor? Puns and double entendres may have been the building blocks of early comedic acts before it was socially acceptable to insert cursing and other forms of humor into a stand-ups routine. They’re also a great way to get a conversation started and to make sales, as Groupon showed last week. For #ThrowbackThursday, Groupon decided to offer an invention from the early-2000s, the Banana Bunker.
That alone isn’t much to to base my weekly blog post on, but what is interesting about this banana story is the way Groupon interacted with comments online. Adweek wrote about the Groupon exercise of responding to every comment. At the time of this post there were 16,967 likes and 41,472 shares of the Banana Bunker Groupon posting.
Weeks ago Jake wrote about brands engaging in the conversation online. When a brand or company goes from dipping their toe into the pool of conversing with their audience to jumping into the deep end, which Groupon definitely has done by responding to every post on Facebook, it can have many possible outcomes.
If done properly, which after reading many, many, ok, too many of Groupon’s comments, the organization gets a thumbs up from me. I have never looked at Groupon or any of the deals they offered and until I saw the Banana Bunker offering, I didn’t even realize that Groupon sold goods. I only thought what they sold their following were coupons for restaurants or adventures.
Using humor, following the online conversation and then jumping in and engaging with your consumers is where it’s at for a brand in the world we live in. Just make sure you know what you’re doing, because if you don’t see the humor in the situation and have a long term view of where the conversation is heading it could bite you, well, in the banana.